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CPS Viva

The document discusses a study on viewer perceptions of three prime time shows on different television channels in Mumbai. It found that Pavitra Rishta on Zee TV had significantly higher viewership than the other two shows. Stage one of the research analyzed viewership data over time. Stage two involved surveys to understand what viewers liked about each show. The findings suggest Pavitra Rishta's strong characters and storylines contributed to its popularity, while Yeh Pyar Na Hoga Kam was liked mostly by younger audiences but lacked supporting characters and plots to sustain interest long-term.

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101 views9 pages

CPS Viva

The document discusses a study on viewer perceptions of three prime time shows on different television channels in Mumbai. It found that Pavitra Rishta on Zee TV had significantly higher viewership than the other two shows. Stage one of the research analyzed viewership data over time. Stage two involved surveys to understand what viewers liked about each show. The findings suggest Pavitra Rishta's strong characters and storylines contributed to its popularity, while Yeh Pyar Na Hoga Kam was liked mostly by younger audiences but lacked supporting characters and plots to sustain interest long-term.

Uploaded by

shums4
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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UNDERSTANDING VIEWER PERCEPTIONS

[STUDYING AND UNDERSTANDING VIEWER PERCEPTION


AND PREFERENCE ACROSS GECs FOR PRIME TIME (9PM)
SHOWS IN THE CITY ON MUMBAI]
PROJECT BACKGROUND

• During the 9pm Prime time slot the top 3 GECs, Zee, Star Plus and
Colors, air the following serials
– Pavitra Rishta (Zee Tv)
– Bidayi (Star Plus)
– Yeh Pyar Na Hoga Kam (Colors)
• A comparison of the TVRs of the three shows reveal a wide variation
in the viewership pattern.
• It was found that the show aired by Zee, Pavitra Rishta showed
significantly higher TVRs as compared to its competing shows on Star
Plus and Colors
• A study was undertaken to understand the reasons this variation and
the popularity of the Zee show Pavitra Rishta
PROJECT OBJECTIVE

• To study and understand the viewer preference and perception of the


prime time (9pm) shows across 3 GECs (Zee TV, Star Plus and Colors)
– To find and understand: 
• Likes and dislikes of target audience i.e. reasons for watching the shows
– Story line
– Concept
– Characters
– Presentation
• Identifying factor (how they relate to the show or any particular character)
• Connecting factor (why the stick to one show and why do they switch)
• High points of the show (twists and specials)
RESEARCH METHODOLOGY

• Stage One:
– TAM Study
– The study of TRPs since the start of the show till date of report
Databases used
– TAM (Media Xpress 3.0)

• Stage Two:
– Survey across Mumbai
• Open ended questionnaire
• Personal interviews
SAMPLE DESIGN

SUMMARY

• SEC A/B 41
• SEC C/D/E 59
• Young 45
• Older 55
• Young: A/B 23 and C/D/E 22
• Older: A/B 18 and C/D/E 37
• PR (40) : Regular 26, Irregular 14
• Bidayi (30) : Regular 15, Irregular 10, Lapsed 5
• YPNHK (30) : Regular 12, Irregular 10, Lapsed 8
FINDINGS: Stage One

• Audience Profiling Summary • Comparative TVRs Summary


– PAVITRA RISHTA – PAVITRA RISHTA:
• CS4+ Female (TVR Average 7.1) • Highest TVR: Week 6 (2010) – 6.64
• SEC C (6.4) and SEC D/E (6.0) (highest on 3rd Feb 2010 - 6.96)
• Age 35+ (in which 45-54 are the maximum • Lowest TVR: Week 39 (2009) – 3.52
watchers with 6.6 TVR) (lowest on 22nd Sept 2009 – 3.28)
– BIDAYI • Highest Day wise TVR was 7.07 in Week
• CS4+ Female (TVR Average 6.3) 51 (16th December 2009)
• SEC D/E (6.2) and SEC B (5.2) – BIDAYI:
• Age 35+ (in which 55+ are the maximum • Highest TVR: Week 9 (2010) – 6.93
watchers with 6.1 TVR) also the age group (highest on 24th Feb 2010 – 7.48)
of 4-14 with a 5.1 average TVR
• Lowest TVR: Week 3 (2010) – 4.11
– YEH PYAR NA HOGA KAM (lowest on 13th Jan 2010 – 3.76)
• CS4+ Female (TVR Average 2.4) – YEH PYAR NA HOGA KAM:
• SEC A (2.8) and SEC B (2.0)
• Highest TVR: Week 1 (2010) – 2.68
• Age 35+ (in which 55+ are the maximum (highest on 28th Dec 2009 – 4.28)
watchers with 2.4 TVR) also the age group
of 15-24 with a 2.0 average TVR • Lowest TVR: Week 16 (2010) –
1.35(lowest on 16th Apr 2010 – 1.22)
FINDINGS: Stage Two

• PAVITRA RISHTA
Pavitra Rishta is the ideal Indian love story with very strongly built
lead characters, they are balanced by very well evolved supporting
characters that are very different form them creating a kind of foil,
The story’s progression and behavior of characters is very well
backed up by strong situations which justify each action.
There are many shades of negative characters which ads variety to
the plot.

• BIDAYI
Bidayi again is very well established on the basis of a strong
emotional ground of the issue of a dark and fair sisters along with
Sadhna being a motherless child, Alek gained a lot of emotional
connect with the audience from his mentally retarded days, the point
of difference in this story is that the audience sees story to have two
protagonists in the form of Sadhna and Ragini (the story of two
sisters)

• YEH PYAR NA HOGA KAM


Yeh Pyar has a strong appeal among the youth of the SEC A/B, as
love stories are very popular among that section of the audience. Also
the male lead Abeer is very loved by this audience because of his
visual appeal. However the story seems to lack the balance of strong
supporting characters and long time appeal (has many lapsers).
RECOMMENDATIONS:

What Yeh Pyar Na Hoga Kam Lacks:


• Strong supporting characters:
– One of the major things that Yeh Pyar lacks is strong supporting characters the onus of the entire show is on the
two main characters which tends to seem dragging after a while
• Parallel/supporting plots
– The only plot in the serial is the love story between the two main characters and everything else revolves around
this one plot
– Parallel/Supporting plots are needed to cut the monotony of the show which gets created from time to time
– Also parallel tracks keep the pace of the show going
• Acting
– Though they main characters are very loved by the audience its based more on their looks and appeal the acting
skills are criticized a lot by the viewers (irregulars and lapsers)
• Story
– The story is very youthful and appeals mostly to the younger generation, the older generation finds it difficult to
relate to the love story
– The show touched upon a very good issue of the cast system but after a while the love story over shadowed the
issue
– Also the story is seen to be very filmy (lapsers) they see no spark in the story
– People don’t see the show moving anywhere once the main characters get together, once that happens and if the
show is continued it may turn into a run of the mill soap opera
THANK YOU!!!

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